The Rich Affiliate

With permission from the Google AdWords Guide: Novice to Expert to Superhuman – www.AdwordsCampaign.net

2. TARGETING

    There’s no point in advertising anything unless the ad reaches a person who might be interested in it. That sounds obvious, but the number of advertisers who waste money on “catch-all” ads with a “shotgun” approach, hoping for the best, is astonishingly high. If you follow their example, you’ll lose a lot of money fast with Google AdWords. The secret of success with Google AdWords, as with any advertising medium, is accurate targeting. With Google AdWords, though, you can home in on your target market with pin-point accuracy.

    If you sell a machine with a specific model number, that model number should be your main keyword. If you sell it only in a certain town or county, that town or county should be a keyword in the Ad Group. If it relates to a particular season or festival, that should be a keyword.

    Keywords can be combined with each other or with incidental words, such as prepositions like “in”, “for”, “with”, to form 2-word, 3-word or 4-plus-word phrases in various ways and different word orders. Ideally, every conceivable phrase that a surfer might type as a search term would be desirable to have in an Ad Group as an exact match keyword phrase. Then your cost per click for each of those keyword phrases would be minimal. If you’re creating your Google AdWords campaign manually, such a task would be totally impractical, of course, if not impossible. For such jobs specialist software that applies “brute force” algorithms is a sound investment. You get what you pay for, and even the high-end software pays for itself, usually many times over.

    Negative keywords have a great impact on a targeted AdWords campaign. If you sell software, for example, and don’t just give it away, you do not want your ad to appear when someone types the phrase “free software”. That might trigger an impression of your advertisement unnecessarily, thus affecting your keyword’s and your ad’s click-through rates adversely. Worse still would be if that person were to click on your ad. Yes, it’d help your CTR but you’d pay good money for a non-revenue-earning click. Specify “free” as a negative keyword, to prevent your ad from being displayed. To micro-target your market, your negative keyword list could be surprisingly large.

    The same principle applies to the ad text: You don’t want freebie-seekers clicking on your ad unless you’re giving away something for nothing on your landing page. That costs you money. Don’t be afraid to target your potential customers who are prepared to pay for your product or service by making it clear in the ad text that it’s for sale and not free. Stating its price in the ad is the easiest and most succinct way to get that message across.

    As well as geographic targeting, you can also make use of demographic tageting to a certain extent. Demographic targeting with Google AdWords, however, requires some judgment on your part. Use the Google AdWords “placement targeting” function (see ‘Tactics > Placement Ads’) to pick specific web sites that, in your opinion, would be visited by the kind of people you want to see your advertisement. Combine those placements with specific keywords and bids to attain the desired position for your ad on context-relevant pages on those web sites.

Here’s a summary of what happens, depending on the Google AdWords settings you choose:

• Select ‘Search’ with keywords in the Ad Group: Your ads can appear on user searches related to your keywords.
• Select ‘Search’ with no keywords in the Ad Group: Ads in this Ad Group won’t appear on search. (Keywords are needed to be matched to user searches.)
• Select ‘Relevant pages across the entire network’ with keywords in the Ad Group: Your ads can appear on Content Network pages matching your keywords.
• Select ‘Relevant pages across the entire network’ with no keywords in the Ad Group: Ads in this Ad Group won’t appear on the Content Network. (Keywords are needed for your ads to be matched contextually on the Content Network, but if you have also selected Placement targeting in this Ad Group, your ads can appear on any individual placements you selected.)
• Select ‘Relevant pages only on the placements I target’ with keywords in the Ad Group: Ads can appear only on the placements you choose, and only if the content of those placements matches your keywords. If your chosen placements don’t match your keywords, your ad won’t show.
• Select ‘Relevant pages only on the placements I target’ with no keywords in the Ad Group: Ads can appear on any of the placements you choose, regardless of relevance.

With permission from the Google AdWords Guide: Novice to Expert to Superhuman – http://www.AdwordsCampaign.net

1. RELEVANCE

    A primary aim is to reduce your cost per click (CPC). Google will favour you with a low cost per click if you master the concept of relevance. If you don’t, your pay-per-click rate will be high, your profits will suffer, your campaigns will probably fail, and your competitors will beat you.

    Google is the undisputed leader (by far) among search engines because it provides searchers with results more relevant than those of any other. When a surfer types in a search term, Google’s complex algorithm returns pages that match closely the words searched for.

    Google applies the same principle to AdWords advertisements. Ads that are more relevant than others are given preferential treatment. Less relevant ads are allowed to compete, but they are penalized by a high cost per click.

    Google AdWords employs two distinct modes of measurement of relevance: A. Robot; B. Human.

    A. An automated program compares the search term not only to your advertisement text, but also to the keywords in its Ad Group, to the URL of the specified landing page and even to the textual content of the landing page itself, to determine how relevant these components are to each other. If all four are tightly integrated with the search term, you’ll pay a very low cost per click — perhaps only 5 cents — and still command a high position on Google’s first page. Any component that does not match the search term closely causes the CPC to rise, perhaps even by a factor of a hundred!

    B. Every time Google displays your ad, it records the fact. This is known as an “impression”. If a surfer clicks on the ad, Google records that also, and divides the number of clicks by the number of impressions. The result gives your ad a “click-through” rate (CTR). A similar calculation is made for your keywords that appear in the search term, to give them their own click-through rate. Google AdWords assumes that, if a human clicks on your ad, it is probably relevant to the search term typed in.

    As your CTR rises, so do your keywords’ Quality Scores, and, as more and more keywords’ Quality Scores rise, so does the Quality Score of the entire Ad Group. The higher the Quality Score is, the lower will be the cost per click. Conversely, the fewer clicks your ad gets whenever it’s displayed, the lower your Quality Score and the higher your cost per click will be.

How to Increase Relevance of the 4 Components (keywords, ad text, URL, landing page)

If you create a campaign manually (rather than by “brute force” means), use only one keyword phrase per Ad Group, e.g., “adwords guide”, and specify exact match initially. Once the Ad Group’s Quality Score has increased, expand it to phrase match also, to capture phrases such as “online adwords guide” and “adwords guide for beginners”. (To specify broad match, to capture search terms like “adwords online guide” and “guide to adwords”, is impractical unless you use “brute force” software.)

Use the precise keyword phrase in the heading of the Ad Variation, and sprinkle the keywords in the two description lines.

Use the keyword phrase, hyphenated or unhyphenated, in the display URL, e.g., “/adwords-guide” or “/AdWordsGuide”. Not only does Google’s robot consider it relevant, but humans do, too, and are more likely to click on the ad.

Use the keyword phrase, hyphenated or unhyphenated, in the destination URL of the landing page, e.g., “/adwords-guide.html” or “/AdWordsGuide.htm”.

If possible, register domain names, both hyphenated and unhyphenated, containing the keyword phrase. Use the hyphenated one in the display and destination URLs, and redirect the unhyphenated one to the hyphenated one for other promotion purposes.

Use the keywords in the landing page content as follows:
– The precise keyword phrase in the

Making money from the internet is not a rocket science anymore. With the help of affiliate marketing, many people are making 4 figure income from the comfort of their home easily. If you want to earn affiliate income easily, you must follow through the top strategy that I’m going to share with you in this article.

One of the reasons most affiliates fail to make money is because they focus in selling rather that soft-selling. The number one mistake most affiliates are making is this; they thought that their job as an affiliate is to sell. In fact, your job as an affiliate is not to sell, it is to pre-sell, or soft-sell. This is how you can earn affiliate income easily.

It is the job of your affiliate merchant to sell, not you. Think about it, if you create a website that is full of sales letter, do you think that people will visit your website? No, they will leave, fast. However, if you pre-sell your visitors with quality content that they are looking for, what will happen?

The visitors arrive at your site; they found that your site is very good because you provide what they are looking for. As a result, you built the trust and relationship with them. You establish yourself as an expert in your market. And when you recommend them the affiliate products that you are promoting, do you think that they will buy? Not sure, but the probability will definitely be higher. Therefore, make sure you pre-sell instead of selling directly to your market, this is the real secret how to earn affiliate income without sweat.

Always put yourself in the shoe of your visitor. Will you buy something from a stranger in the internet? Or are you going to purchase from someone that you trusted? The answer is obvious and this is why most affiliates fail to generate money from their business. Content is king in the internet, you need to make good use of content to help you in your affiliate business.

So remember, in order to earn affiliate income easily, you must soft-sell your market, not selling to your market directly. Establish yourself as a trusted third party who really wants to help your market.

Affiliate marketing in India is still at a very nascent stage, where the advertisers are only investing in it to explore the potential of this new medium of advertising. The key players amongst Indian advertisers are Naukri.com, Jeevansaathi and 99 acres who collectively contribute to an estimated 97 million annualized spends (INR). (Source: IAMAI & IMRB, 2006 report).

Considering the potential of affiliate marketing in India, here are a few tips that the new players of the game can adjudge before they step into the field. The most important thing in affiliate marketing is to first niche out the target audience where the product and services shall benefit most. This is important in order to understand the requirement and to study the internet tendency of the targeted audience.

Once the targeted audience has been identified, it is important to evaluate other complimentary and companion businesses that can run with it, and will do well in the same platform. For example if you are a car manufacturer then the most compatible business with yours shall be car accessories, or tyre companies, may be car batteries.

Planning is a very integral part of your affiliate marketing strategy. Plan out your strategy much before you begin your affiliate network. There are several affiliates in the industry but before you venture into a tie up with them it is necessary that you screen through them and find out their potential worth.

It is important that your affiliate network company understands and realizes the importance and benefits of your affiliate program and contributes towards it. Build up your affiliate plan and share it with your affiliates so that both of you are on the same platform.

As it is important to meet client needs it is equally important to do a follow up job with your affiliates in order to see how your plan is working and whether you are acquiring the required results or not.

These few simple principles if followed diligently will definitely prove beneficial to your business and shall take you to your desired destination. Affiliate marketing is game of strategy and hard work, and only those who have the zing in them to contribute this to their work can succeed in the game of affiliates.

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